Driving Results
for Dogwood Epoxy

How WiT Group helped Dogwood Epoxy leverage PPC, SEO, and CRO to improve lead quality and grow their business.

epoxy flooring installation final look by dogwood epoxy
50%

increase in lead quality

50%

decrease in cost-per-lead within 2 months

30%

increase in user engagement

Key Challenges

Dogwood Epoxy, specializing in high-end epoxy flooring installation, faced several challenges in their marketing strategy:

 

  • Difficulty generating high-quality leads, with a significant portion of traffic coming from DIY enthusiasts interested in products rather than professional installation services.
  • Ineffective ad targeting, leading to wasted ad spend and poor audience engagement.
  • Lack of technical infrastructure for proper conversion tracking and website optimization, which inhibited the ability to refine PPC campaigns and assess performance accurately.

Key Results

WiT Group helped Dogwood Epoxy improve their PPC performance and optimize their website, resulting in significant gains across various metrics:

 

  • 50% increase in lead quality by refining audience targeting and excluding irrelevant searches.
  • 50% decrease in cost-per-lead through efficient ad spend management and targeted campaigns.
  • 30% increase in user engagement with improved website infrastructure and optimized user experience.

Key Services

WiT Group provided:

 

  • PPC Campaign Management: Optimizations were done by refining ad targeting, excluding non-customer search terms, and enhancing Google Ads performance.
  • SEO and Technical Optimizations: Updates to the website, Google Business Profile, Google Search Console, and conversion tracking (via Google Tag Manager, Google Analytics 4, Google Ads) were made to improve tracking and overall site performance.
  • Conversion Rate Optimization (CRO) and User Experience Enhancements: Design updates, such as CTA button changes, color adjustments, and improved website flow, contributed to a better user experience and increased conversion rates.
  • Lead Quality & Cost-Per-Lead Improvements: Lead quality was increased by 50%, and cost-per-lead was reduced by 50% over two months, which aligns with the provided results.
Testimonial
“When I took over marketing at Sigma Group, the team had little or no data to measure marketing performance. Without tracking, we had no idea what we were getting from the money we spent on Marketing. I had worked with pay-for-performance marketing companies in the past and I knew how much value they could bring.”

Cody Mullis

Owner of Dogwood Epoxy

Transitioning from a Complex, Multi-Site Strategy to Streamlined Success

Dogwood Epoxy originally relied on a simple web presence that didn’t capture their growing service area or the range of epoxy flooring options they offered. The limited site structure created challenges with ranking for high-intent keywords, competing against larger contractors, and clearly guiding potential customers through the decision process.

WiT Group partnered with Dogwood Epoxy to deliver strategic marketing support as their fractional CMO. We expanded their digital footprint with service and location pages, improved event tracking, refined audience targeting, and rebuilt their SEO strategy. These changes resulted in stronger keyword visibility, higher conversion rates, and a consistent flow of qualified leads across Monroe, Charlotte, and surrounding markets.

lead quality increase by 50%
“We engaged with WiT Group. In the first three months, they cleaned up our websites indexing, site maps, and email marketing strategy. Most importantly, they created reporting that gave us direct visibility from advertising campaign to revenue. We accomplished more in the first 3 months with WiT Group than we had accomplished in the previous 12 months combined.”

Cody Mullis

Owner of Dogwood Epoxy

The Process

Challenges

Dogwood Epoxy’s initial challenge was generating high-quality leads from an audience already flooded with DIY traffic. They also lacked a reliable system for tracking campaign conversions and performance.

Solution

WiT Group refined PPC targeting by:

Excluding irrelevant keywords and demographics.

  • Implementing advanced conversion tracking through Google Tag Manager, Google Analytics 4, and Google Ads.
  • Additionally, we optimized their website’s user experience, improving design elements and CTA buttons to better engage visitors. This holistic approach resulted in higher engagement and a clear, measurable path to conversion.

Results

WiT Group helped Dogwood Epoxy significantly improve both lead quality and campaign performance:

  • Leads: 50% improvement in lead quality and more relevant conversions.
  • PPC Campaigns: 50% reduction in cost-per-lead within 2 months.
  • User Engagement: 30% increase in website engagement with better user experience and CTA design.
  • ROI: Clear, measurable results thanks to enhanced tracking and optimization.

By continuously refining the PPC strategy and improving the website’s technical setup, Dogwood Epoxy saw marked improvements across both organic and paid channels.

dogwood epoxy analytics from first month working with wit group
dogwood epoxy logo

What’s next for Dogwood Epoxy

“With my construction industry business I have been through the wringer with marketing companies, all while left feeling unsatisfied and taken advantage of. These guys have completely changed my mind. They do their work and very transparent with you on how things can improve and save you money from just carelessly spending. I will continue to recommend them to all business owners!!

Thank you WIT Group!!”

— Cody, Owner of Dogwood Epoxy

Building on the success achieved with PPC campaign optimizations, SEO enhancements, and improved lead generation, Dogwood Epoxy is poised for even more growth.

Next Steps Include:

  • Continued PPC Refinement: WiT Group will continue to refine ad targeting and experiment with new platforms to ensure Dogwood Epoxy reaches a broader, more targeted audience while maintaining lead quality.
  • SEO Expansion: Further expanding SEO efforts to cover additional service areas and improve organic search rankings for more long-tail, high-intent keywords related to epoxy flooring services.
  • Advanced CRO: Implementing additional user experience improvements and A/B testing to further optimize conversion paths and reduce friction on key landing pages.
  • Lead Nurturing: Developing a more robust lead nurturing strategy to better convert high-quality leads into paying customers, leveraging email marketing and retargeting strategies.

Through these next steps, WiT Group and Dogwood Epoxy aim to strengthen their market position, increase lead conversions, and drive higher revenue with even more precise, data-driven strategies.